本研究旨在探討組織內部品牌化、員工品牌參與、員工品牌承諾及知覺組織支持之關係。研究採用問卷調查法，以公司員工為研究對象，共計回收有效問卷170份 (85%)。研究結果顯示：1.內部品牌化正向影響員工品牌參與；2.員工品牌參與正向影響員工品牌承諾；3.內部品牌化正向影響員工品牌承諾；4.內部品牌化經由員工品牌參與之中介正向影響員工品牌承諾；5.高知覺組織支持之員工相對於低知覺組織支持的員工，內部品牌化對員工品牌參與的正向影響較強。本研究討論研究發現在理論及實務管理上之意涵，並對未來的研究提出建議。
The purpose of this study is to examine the relationship among internal brandin¬g, employee brand engagement, employee brand commitment and perceived organiza-tional support. The study used the survey research. Data was collected from employ-ees, a total of 170 questionnaires were received (85%). The results show that: 1.Internal branding positively affects employee brand engagement; 2. Employee brand engagement positively affects employee brand commitment; 3. Internal branding posi-tively affects employee brand commitment; 4. The positive effect of Internal branding on employee brand commitment is mediated by employee brand engagement; 5. For employees with high (low) perceived organizational support, the positive effect of in-ternal branding on employee brand engagement is stronger (weaker).This research discusses the implications of theory and managerial practice.
